MxMIndia

Tag: Ajit Nair

  • He is also in a current discussion to enable rainwater harvesting by residence societies across Mumbai

    S Yesudas unveils disruptiive initiative Un-News Hour

    By A Correspondent

     

    As triggerbridge, the unagency, launched by Yesudas, in partnership with Ajit Nair and Amit Tripathi is all set to make its mark barely within four months of its launch with many different client engagements, pending official announcements, he believes his purpose in life is far more than only running a successful business.  He embarked on a mission #AGoodDeedADay, sometime back, which allows him to put a smile on the faces of people. His marathon runs were also always dedicated to the needy. On 14th Feb,2016, he and six of his friends became valentines  to the Mumbai Police and Traffic Police to simply thank them for their contributions to the city. They walked into Police Stations and booths from Borivali to Chembur, pleasantly surprising and touching 400 men and women in uniform. Times of India had spoken about this initiative. He is also in a current discussion to enable rainwater harvesting by residence societies across Mumbai.

     

    Elaborating further on the Un-News Hour initiative, he asked “Did you ever wonder where the sustainable conversations and trending topics are on the idea-based start-ups making good, positive noise in our country, based on a very conducive ecosystem provided by the Govt, A progressive and growth oriented budget which also considered every aspect of our economy, FDI opening up in many sectors, Our robust and growing economy being a matter of jealously for many other countries, Initiatives like Make In India which can make our country an integral part of the global supply chain,  Digital India, Skill India, 100 Smart Cities and Swatch Bharat? In addition to all these, I also believe many people across the country have embarked on so many wonderful initiatives to touch the lives of others.”

     

    Explaining the concept, Yesudas said “Considering the current knowledge economy’s prospect of machines taking over human beings, there’s an impending wave of humanity coming our way that will make the heart more important that head. With this in mind, I thought about the Un-News Hour, initiative.  It is a one-hour prime time news capsule across English, Hindi and all other vernacular languages, which will air only happy news of human achievements, however small or big it might be.  With every other noise that’s being made everywhere else, this in my opinion, will be an equalizer of sorts and will be huge opportunity for those unsung heroes to be recognized, day after day and a big ground of motivation for many more to embark on such initiatives.

     

  • The former Vizeum India boss has set up the 'unagency' in partnership with Ajit Nair, MX Advertising and Amit Tripathi of IdeateLabs

    S Yesudas launches triggerbridge for ‘True Vertexing’

    By A Correspondent

     

    Until recently managing director – India of Vizeum, S Yesudas has announced the launch of his entrepreneurial venture, triggerbridge, the unagency, in partnership with Ajit Nair, MX Advertising and Amit Tripathi of IdeateLabs. In the adveritising and media business for over two decades this is Yesudas’s first independent enterprise.

     

    Commenting on the triggerbridge proposition, Yesu, as Yesudas is known in the industry, said:  “Disruption is the name of the game, not just in theory. But in everything we do, philosophy, product, process, people et al.  We are also building many aggregation and collaboration models. We believe the advertising agency model as it is practised today will cease to exist in the foreseeable future.  Global alignments, exclusive agency status will all fall by the way side. Clients will look for smarter brand solutions for making enduring and meaningful connections with their consumers and not super specialized silo solutions.   Media owners will be engaged with, directly by clients and the focus on computer algorithm-driven efficiency parameters will also disappear.   At triggerbridge,  our endeavor is to futureproof a disruptive model, True Vertexing,  that will be the need of the hour, now and then by clients and hence, the unagency. And interestingly this would be a virgin territory for us as agencies of today will only stay focused on the transactional mode of advertising as change for most them will be difficult considering their models and complicated structures”

     

    Commenting on the triggerbridge model, Nair said: “We have built our model around appropriate solutions for clients/brands at various life stages, be it a well-established brand or a brand which has already traversed some distance or a brand that needs to go digital from a business diversification perspective or even a client with a ready product and market but no marketing resources.  While funds are the solution for one, an e-commerce ecosystem will be for the other and incredible story telling, optimal content development and deployment, usage of data and technology will be the solutions for some others”

     

    Expanding on the proposition, Tripathi added: “True Vertexing is hand holding the brands in the journey to the highest peaks through true contributions by triggerbridge and through true expressions by the brands. In addition to the fundamental change in definition, our disruption also includes a series of products for the very first time, moving the business away from a pure service,one such is a digital platformthat aggregates story tellers and tech producers.  Many more are in the pipeline.  Our vision will be brought to life by brilliant minds. The overseeing creative board will include true storytellers like authors who have not been corrupted by 30 seconds TVCs and our business board will include members of other company boards as well as venture capitalists”